Lowe quits Nabisco account

Published on June 18, 1997.

Lowe & Partners/SMS, New York, resigned as agency for Nabisco's Grey Poupon and A-1 Steak Sauce citing "an impasse due to creative differences." The split ends a relationship of more than 20 years. Lowe refused to participate in a review of the account. Spending was measured at $19 million by Competitive Media Recording; other estimates put the total closer to $11 million. Nabisco is said to want radical changes in campaigns that Lowe argues have been very successful and effective. Nabisco said it would assign the brands to a new agency by mid-August and expected to choose between Foote, Cone & Belding and McCann-Erickson, both New York.